2004 National Public Opinion Survey April 5, 2004 Consumers Attitudes About Animal Welfare

The Animal Agriculture Alliance, a 501(c)(3) tax-exempt organization, is a broad-based coalition of individual producers, producer organizations, private industry, packer-processors and retailers, whose mission is to support and promote animal agriculture practices that provide for farm animal well-being through sound science and public information. The Alliance supports the use of science- based behavioral, physiological, biochemical and pathological criteria in judging the health and well-being of animals raised for food.

The National Corn Growers Association mission is to create opportunities for corn growers in a changing world and to enhance corn’s profitability and usage. NCGA represents more than 33,000 members, 25 affiliated state corn grower organizations and hundreds of thousands of growers who contribute to state checkoff programs.

Survey Method & Key Demographics Survey Conducted Online - Total Respondents: 1,002 37% Male, 63% Female Residence: 26% Urban; 47% Suburban; 23% Rural; 4% Unsure 67% Married/Living w/Partner; 21% Single; 11% divorced/ widowed; 1% prefer not to say 58% No children; 37% 1-2 children; 5% 3 or more children 72% Some college or College Graduate; 16% High School Graduate; 12% Post Graduate 70% - Household Income $25,000 -$99,000 69% Caucasian; 15% African American; 9% Hispanic; 4% Mixed/Other; 2% Asian; 1% Native American

Shopping Role More than nine in ten respondents in the study have some role in the food shopping for the household – three in five are the primary shopper. Share the Shopping 31% Primary Shopper 62% Someone Else is Primary 7% Q: Which of the following categories best describes your role in the food shopping for your household? Base: Total Sample (n=1002)

Farm Life Experience About one-quarter of respondents have lived or worked on a farm for a month or longer. No 73% Yes 27% Q: Have you ever lived or worked on a farm or ranch for more than a month? Base: Total Sample (n=1002)

Interest Areas Health care or medical discoveries is the primary interest area followed by food and nutrition. Health care or New Medical Discoveries Food and Nutrition Issues Economic or Business Issues Environmental Issues % % % Top Two Interests Agricultural or Farm Issues Q. Thinking about current issues, how interested are you in each of the following issue areas? Please rate the areas using a scale from 1 to 7 where 1 means not interested at all and 7 means extremely interested. How interested are you in…? Base: Total Sample (n=1002)

Favorable View of Groups Teachers and veterinarians are the most favorably viewed groups. School teachers % % % Ranking Extremely or Very Favorable Q: Thinking about various groups and industries in the U.S., how favorably do you view each of the following groups? Please rate the groups and industries using a scale from 1 to 7 where 1 means not favorable at all and 7 means extremely favorable. How favorably do you view…? Base: Total Sample (n=1002) Veterinarians Physicians Farmers and Ranchers Clergy The Food and Drug Administration Food Retailers and Restaurant Managers Beef, Pork, Dairy and Poultry Processors Environmentalists U.S. Department of Agriculture Animal Rights Activists The Media Large Corporate Farms Trial Lawyers Groups Active in Opposing Use of Animals for Food

View of Farmers and Ranchers View of farmers is similar across all issues They are concerned about the well being of their animals % % % in agreement They are concerned about food safety They do a good job of producing healthy food at reasonable prices They care about the environment Q: Thinking about farmers and ranchers in the U.S., how descriptive is each of the following statements of them? Please rate the statements using a scale from 1 to 7 where 1 means not descriptive at all of U.S. farmers and ranchers and 7 means extremely descriptive. How descriptive is…? Base: Total Sample (n=1002)

Advocate Believability Treatment of Farm Animals

Advocate Believability Food Quality and Safety A family physician and a dietician are the most believable advocates for food quality and safety

Meat Consumption Nearly two thirds of respondents report eating about the same amount of meat compared to 1 year ago. A lot more 4% A little less 17% A little more 5% About the same 64% A lot less 10% Q: How would you characterize the approach that you and your family are taking regarding the amount of meat you are consuming compared to a year ago? Would say you are…? Base: Total Sample (n=1002)

Q: Would you be willing to pay ___ more for food that is labeled ‘humanely raised’? Base: Total Sample (n=1002) % Cumulative willingness to pay more Premium Level Cumulative Percentage Willingness to Pay More For ‘Humanely Raised’ Food Three in ten say they are willing to pay 5% more, only one in ten 20% more. Source: 2004 Alliance Survey

Willingness to Pay More for “Humanely Raised” Labeled Food Source: Surveys by the Alliance

Attitude Statement Agreement Respondents strongly believe that their choices shouldn’t be dictated to by activists – very few support animals having the same rights as humans. % Q: Please tell me how much you agree with each of the following statements. (SHOW STATEMENTS) Would you say you…? Base: Total Sample (n=1002) % % Agree Strongly or Somewhat Consumers should have the right to choose what they eat and not be dictated to by a small minority of activists While it is important to be concerned about how farm animals are raised, there is nothing wrong with raising animals solely for food purposes Farmers and ranchers treat their animals well routinely Animals have the same rights as human beings % Scientists should be free to use science and genetics to breed farm animals to be resistant to bacteria that can cause human illness

Change in Attitudes

Influence of Animal Rights Groups The activities of animal rights groups have little influence on respondents food choices. Q:. How influential are the activities and/or advertisements of animal rights groups on your decisions about what products to buy? Would you say…? Base: Total Sample (n=1002)

Less than 2% of the U.S. Population is Involved in Production Agriculture Growing Population Disconnected from Farm Vegetarian/Anti-Animal Use Activists Funds & Campaigns Continue to Grow – Trying to Influence the Public Animal Rights Activists and Animal Rights Terrorists Environmental Activists and Environmental Rights Terrorists Efforts to Give Animals Legal Rights Equal to Humans Campaigns Misrepresenting Individuals/Companies in Agriculture, Research and Other Animal Use Industries Consumer Scare Campaigns - Food Safety and Nutrition/Health Misrepresentation of Modern Animal Production Practices As Inferior or Less Humane Legislative Campaigns/Initiatives Pushing To Inhibit/Ban Agricultural Businesses Campaigns to Try to Persuade Children That Eating Meat is Bad/Inhumane However, It is Important to Remember….

Conclusions & Recommendations Healthcare/new medical discoveries and food & nutrition issues are the issues of most relevance today –Communications should demonstrate how Agriculture impacts these issues People in certain professions more than organizations are viewed as credible sources –Veterinarians, physicians, dieticians, teachers, farmers and ranchers create relevance and are most believable on issues It is believed that farmers do impact and have a strong role in healthy and cost effective food production –Farmers’ social responsibility relevant to caring about their animals and food safety should be reinforced Meat consumption is increasing for some and decreasing for others –There are health and dietary advantages of meat

Conclusions & Recommendations (cont’d) Consumer choice in what to eat is considered an important right –The freedom of choice allowed by the sound science of farm animal well-being should be continuously communicated There is openness to genetic enhancements –Education about the value of genetic enhancements relative to consumer choice, food production and health needs to continue